After importing the swcs in FDT as you suggest I encountered one small error:

In this class:
com.engine.flickrdemo.view.ui

it complained that on line 48, the variable ‘key’ wasn’t typed. I got it to work by modifying it as follows:

for each (var key:* in data){

Just typed ‘key’ to * for expediency.

Thanks again!

Jacoub, your examples are good ones, but I’d argue those are more fittingly instructions or on how to use the product purchased. Clearly useful to the consumer, but I don’t think it’s quite the utility that brands need to strive for. It’s difficult to draw that line in the sand between what’s connected to the product and what actually goes beyond expectation and piques interest in the consumer by addressing some kind of arms-length need that would be of value. It’s also not always easy to identify what kind of utility is a fit for the product. And I think that last point is the common mistake specifically with Mobile Apps. There’s tons of branded garbage in the iPhone App Store that gets launched, is only meagerly supported through marketing, and just sinks to the bottom. The main reason it fails; its utility is not a fit with the product/service, and the consumer doesn’t buy in.

Smart branded utility is incredibly useful, not gimmicky, and not tied to a campaign schedule. Zipcar’s iPhone app is a great example. Nike+ is a great example.

In contrast to the challenge mentioned above, there’s massive opportunity in a whole heap of verticals. Automotive for example; we could easily come up with dozens, if not hundreds of utility-based features that don’t sit within the frame of the vehicle that provide the consumer with massive branded utility, and yet, the auto industry is taking baby steps in this direction – instead, “push button start” is the feature they speak to in tv spots.

Dave, I agree utility can take many forms, and can meet the many different needs of the brand, however the big question when determining what utility is a fit should be; what’s in it for the consumer? Second to that is; why will the consumer care? And third; how will it make their life easier or better? If a branded utility strategy can answer those questions then it’s met its needs. As always, we as advertising agents must keep the needs of both the brand and the consumer front of mind.

p.s. – my new favourite as of yesterday is the Urban Daddy app for iPhone (which, incidentally, fits Jacoub’s definition to a T.)

If you buy exercise equipment you get a workout chart. You buy a food processor and you get a cookbook. Buy a video card and get a video game.

Branded utility is added customer support, CRM, and value add to differentiate the product all in one. It is a excellent use of a medium for the brands.

Great article